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in the world of sales there are few icons as heralded as the late Zig Ziglar in late 2012 Zig Ziglar died of pneumonia leaving behind a legacy of a 40 year speaking career and consultancy to Fortune 500 companies Zig Ziglar spent his life perfecting the art of door-to-door salesmen ship and as such we stand to learn a lot from the man so the book starts with Zig and his wife moving to Dallas Texas in 1968 the first thing they do is research for a home to buy they decided on what would be the perfect home for the proper figure and that's when zigs wife asked how much more they could add to that figure for the perfect house one night when zing got back from teaching a sales class his wife confronts him about finding that perfect house naturally Zig asked what the prices and he was promptly ignored by his wife listing all the pros of the house Zig ass again and she states the price is $18,000 above what they decided would be their maximum buying price Zig is adamant that they can't afford the house but nonetheless agrees to tour it at the behest of his darling wife so while checking out the house Zig acts like every prospect does to sales people for no other reason than that they are salespeople he acts indifferently don't want the prospect fool you into thinking that they don't want what you're selling people have this natural inclination to put up a guard to any sort of salesperson they come across simply because of the fact that people don't like being sold so as they walk around the house SIG's wife paints a picture of their future in the house as if they already own it she keeps on hammering this imaginative ownership into zigs head because she knows that it makes a part of him believe that it's already his he just has to buy it now as they near the end of the tour Zig realizes that he cannot simply say that he doesn't like the house because he definitely likes the house so he tells his wife that he likes it but reaffirms that they simply cannot afford the house this did not discourage her in the least so she goes I know I just wanted to show you something nice now let's go look at something cheap so after Zig tells the story he states that a quality of effective salespeople is a hardness of hearing though time and time again Zig repeated that they could not afford it she didn't let that affect her her expectation that she was going to make the sale played a huge role in actually making the sale and because I decided I want their maximum price was she didn't have to make the 300,000 or whatever dollar sale at once she only had to make the 18,000 dollar sale even though the house didn't come with everything that zig wanted his wife had pointed out to him that they could always build something that he wanted remembered you can have everything in life you want if you're just help enough other people to get what they want another huge thing that Zig stresses throughout this book is that the customer's always be the one that gets the better end of the deal if the customer doesn't win every time you won't have a prosperous sales career I mean think about it if you're in the business of car sales and you sell some chump lemon they're gonna find out they might not figure it out the same day or the same week or even the month but they'll find out and when they do you just lost yourself a lifetime source of income taking the lion's share of the sale ultimately strangles the golden goose and one example that Zig uses to illustrate this idea is that the world of sales is like the polar opposite of the world of athletic competition in sports like soccer or football or boxing whatever have you the objective is to find your opponent's weakness and exploit it but in the world of sales the objective is to find your opponent's weaknesses and strengthen them with your product or service and that is why the sales process is something that is intended to be done for the prospect and not to the prospect we live in a world where salespeople are branded as a scum of the earth thanks to the work of some rather unscrupulous car salesmen and like parasites if you take a genuine approach to acting in the sincere interest of your customer you may miss out on the quick sales but over the long term you will witness prosperity the likes of which no con artist can truly sustain play the long game so here's another tough one that makes a huge difference in the quality of your pitch and that's a voice inflection I don't know if you notice but this is actually something that I've been kind of working on and if you look back at my last video when the video before that the video before that I've been slowly making a little bit of progress and for a lot of people this isn't something that comes naturally I mean even myself I'm a very monotone speaker naturally so inflecting my voice takes conscious effort and practice it's been getting a little bit better over the past few videos I've set out and I hope it gets even better still so Zig suggest that you tape all of your sales pitches with live customers and you listen to them afterwards to kind of pick apart what needs to be changed and what else is good if you've ever heard a recording in your voice you're only guaranteed to say that that doesn't sound like you I've been lucky enough to listen to my videos over and over and just listen to how monotone my voice was so it's easier for me to make these sorts of changes them just the same as professional sports players have to watch their replays professional sales persons must too in conclusion three of the biggest takeaways from the first part of Zig Ziglar secrets of closing the sale are don't let the prospect fool you always put the customers first and the voice inflection plays a pivotal role in your salesmanship so you may have noticed that I'm breaking this book up the parts and that's because it's chock-full of death if you were serious about becoming a successful salesperson you really need to get this book I mean even chopping it up into parts I had to cut out a lot of the depth that's in this nearly 500 page book this is easily the densest book that I've ever covered even at the 500 page mark so it makes a lot of sense that I've got so many people begging me to cover it in fact I even put off doing the video for a while because I knew there was a lot of information that would have to cover and that means that there's a lot of meat that I'd really have to cut out and I hate doing that I hate depriving people of important information but I digress I mean I highly recommend this book in the short time that I've had it I've more than doubled my sales in my day job so that speaks to how powerful the content is and changing your ability to sell something to someone you